Abstract

Our research uses Mosaic Geodemographic profiling to compare offline and online grocery shoppers and the customers of different online grocers in an attempt to explore the transference of offline store loyalty. We find heterogeneity in online grocers’ customer profiles, indicating that there is not a direct, straightforward transfer of loyalty from offline to online shopping. These differences are more marked for Waitrose/Ocado and for Asda than for Sainsbury’s and Tesco. Our findings have important implications for e-grocery providers and potentially for other e-retailers. Retailers cannot count on a straightforward transfer of customer allegiance from offline to online.